Johnson & Johnson

A Measured Force partnered with Johnson & Johnson, Scary Mommy, and Fatherly to produce From The Start, a multi-platform program designed to help parents talk with their young children about race and bias. The campaign combined expert-led editorial with intimate, family-led video, distributed across the From The Start hub, Scary Mommy, Fatherly, and YouTube.

Research shows children begin forming racial biases between the ages of zero and five, but most parents feel under-equipped to lead those conversations at home. J&J's baby brands (Johnson's, Aveeno Baby, and Desitin) needed a program that gave parents practical, age-appropriate tools to start the conversation: content that felt authentic, representative, and warm rather than instructional.

The work required a production approach that could draw real, unscripted moments out of very young children on camera while still landing the editorial points the program needed to make, all while protecting the comfort and safety of every family involved.

A Measured Force led end-to-end production on the family-led video series at the heart of the program. We scripted every scene, shaping the questions, prompts, and conversational beats that drew honest, age-appropriate moments out of parents and children on camera.

We ran the full pre-production pipeline (casting and vetting families, location scouting, scheduling, talent coordination, releases, crew, and equipment), building shoot days designed around the attention spans and comfort of young kids. AMF coordinated production across every shoot, directed on set in real time, and managed post-production end-to-end through editorial, color, sound, graphics, and revisions, delivering final cuts to the From The Start hub, YouTube, and partner properties.